We’ve all heard a version of it: “This is how it’s always been done.”
In business, it’s easy—and risky—to fall into the trap of a single story. It might be the founding narrative you repeat in every pitch deck. The customer persona you assume represents everyone. Or the leadership style you’ve adopted because it once worked.
But real growth happens when you step outside that single lens.
As Nigerian author Chimamanda Ngozi Adichie so powerfully said, “The problem with stereotypes is not that they are untrue, but that they are incomplete.” In business, the same principle applies. A single story narrows your perspective, silences new voices, and can slowly disconnect you from the people you’re trying to serve.
So what’s the alternative?
Leaders who thrive today are those who stay curious. They listen to multiple perspectives—team members, customers, partners—and allow those stories to shape how they build, market, and lead.
The more diverse your narrative input, the more authentic your brand becomes, as it reflects a broad range of perspectives and experiences that resonate with a wider audience.
This depth and variety in storytelling not only enrich the narrative but also foster a sense of connection and relatability with consumers. Authenticity is what people remember, enabling them to build trust and loyalty towards your brand, as they appreciate the genuine representation of values and beliefs that they can relate to.
In an increasingly competitive market, such a distinctive voice can set your brand apart and create lasting impressions in the minds of your audience.
